女性保養品購買意願影響因素之研究—百貨公司週年慶促銷方案偏好之調節效果

The Impact of Female Skin Care Products Purchase Intention: Moderating Effect of Department Stores Anniversary Promotional Preference

洪于甯(Yu-Ning Hung)

指導教授 ： 呂姿瑩

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

台灣每年九月開始，各家知名百貨之週年慶紛紛開跑舉行，週年慶是百貨公司的超級吸金戰場，短短兩至三週的活動，業績甚至占全年營收的兩成以上，每到週年慶期間百貨公司一樓觸目可及皆是排隊購買彩妝保養品的搶購人潮。SOGO台北店週年慶首日超過10萬人消費，業績破8億2000萬元，且SOGO忠孝館20多個化妝品專櫃，首日業績破2億元，較去年成長2成(聯合報新聞網，2011)，由此可見，週年慶的活動是百貨業者一整年的重頭戲。經濟日報指出今年化妝品零售市場規模將成長10%至1,100億元，更加了解到化妝品市場是不容忽視的區塊。

本研究旨在探討來源國形象與知覺品質與顧客忠誠度與顧客滿意度以及週年慶促銷方案偏好度對保養品的購買意願影響程度。透過文獻的探討與問卷發放，以台灣地區於週年慶檔期購買保養品的女性消費者為抽樣調查樣本，經由問卷分析後了解各變數與保養品的購買意願皆有正向影響關係；再以週年慶促方案偏好為調節效果與各變數間的交互作用進行階層迴歸分析，分析結果發現週年慶促銷方案偏好與各變數的交互作用會弱化消費者的購買意願。本研究可作為保養品專櫃業者以及百貨業者在未來擬定促銷策略之重要參考，透過提供購買意願影響因素以幫助業者吸引更多消費者與提高消費者的購買意願，接續並闡述研究結果對百貨業者與保養品專櫃業者之行銷意涵。

關鍵字

來源國形象 ； 知覺品質 ； 顧客忠誠度 ； 顧客滿意度 ； 週年慶促銷方案偏好 ； 購買意願

並列摘要

Every September in Taiwan, various well-known department stores have started running to hold the anniversary sale activities. People are attracted by them, which have amazing performance and at least contain 20 percent of annual revenue during the two to three weeks. During the anniversary, it is crowd in the first floor and the customer line up for the makeup and skin care products. The first day of Taipei SOGO department store anniversary had an outstanding performance breaking 820 million NTD, and the cosmetic counters performed over 20 million NTD more than last year over 20 percent. Therefore, the anniversary sale of department store industry is the highlight activities of the year. Economic Daily News pointed out, cosmetic retail market will grow by 10 percent to 110 billion NTD, that shows the cosmetic industry is a potential industry.
This study aimed to explore the country of origin, perceived quality, customer loyalty, customer satisfaction and anniversary promotional preference for skin care products purchase intention. Through the literature review and questionnaire sample survey on female consumers who buy skin care products in department store anniversary sale. Through the questionnaire analysis to understand the variables and purchase intention have positive impact relationship; then the anniversary promotional preference be moderating effect, which interacted with each variable and used hierarchical regression analysis. The results showed that when the interaction of the anniversary promotional preferences with variables had weaken consumers' purchase intention. This study can be as skin care products and department store industry who develop promotional strategies in the future of important reference and provide marketing implications for them.

並列關鍵字

country of origin ； perceived quality ； customer loyalty ； customer satisfaction ； anniversary promotional preference ； purchase intention

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